How to create an effective real estate landing page
Creating an effective real estate landing page doesn't have to be hard, but it does take some practice. In this blog post, we're going to outline a few tips that will help you create landing pages that capture leads, and bring fresh new business to your team!
1. Add value for your visitors
For many people, one of the main priorities of their real estate website is to capture leads. Unfortunately, most people won't just hand over their contact information. Instead, your online visitors need to feel like they're receiving something of value in exchange for their information, and you need to show them how you'll provide it.
Real estate agents are typically offering two things that buyers and sellers want:
- Info on current real estate listings
- Professional real estate expertise
While it might not seem like much, these are powerful motivators for the buyers and sellers you want to register on your site. They want this information! But they need to see that you're willing and able to provide it.
Here are a few ways you can add value for your visitors:
- Create useful, helpful content that demonstrates your knowledge
- Show off registration features like new property alerts and saved favourite listings
- Offer to email a complete buyer's checklist, a free home evaluation, or any other "exclusive" offer that will meet your visitors' needs
Your landing pages should demonstrate your ability to provide the information visitors are looking for, and show them how you'll go above and beyond for them, after they do one quick thing: share their contact info.
2. Include real estate listings above the fold
Our own tests within the PPC department at Real Estate Webmasters have taught us that registrations are significantly more likely on an area page when a large portion of the listings are available above the fold. As soon as a user lands on your page, they should see at least part of the listings being offered. Remember that most people are on a real estate site because they want to see real estate listings! Show your visitors those listings and they'll be happy to explore.
3. Use a simple, straight-forward layout
As technology continues to take over the world, people expect to find information quickly and efficiently. In many cases, users won't spend more than 5 seconds on a single page, before determining whether it will meet their needs.
For this reason, you want to keep your pages neat, organized, and easy to consume. Simple headings and straight-forward content layouts can help your visitors digest the pages quickly, which will keep them engaged--assuming you've provided the information they're looking for.
If you're curious whether your pages meet the mark, check out the array of Five Second Tests online. These tests will show your page to a random sample of people for exactly five seconds, and then quiz them on what the page is about. If they know, you're on the mark. If not, it's time for revision...
4. Include a lead capture mechanism
Every landing page on your site should serve one purpose: capturing leads! You'll need to include a mechanism that will allow this to happen, like a contact form or forced registration.
Forced registration is our favourite means of lead capture on a real estate website, because it generates the most number of leads possible. Forced registration restricts part or all of your information until your user registers on your site, and is particularly effective on pages with listings where users want to view additional content.
On any form or registration page, you'll want to use as few fields as possible. Name, phone number and email is the most you should ask for, as every extra field will result in fewer registrations. You can capture their real estate interests, current location, and other pieces of important information when you follow up by phone or email.
5. Follow up with every new lead
While your follow up strategy won't improve your ability to capture leads, it is going to greatly improve your ability to transform them into clients. Your landing pages help you harvest new leads, bringing new opportunity to your doorstep, but it's up to you to actually work those leads and turn them into clients. Most leads don't convert on their own--they need your time, effort, and follow up. Combine your landing pages with a strategic lead conversion strategy, and you'll have dynamite combination. Have fun!